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Copy of the joint presentation from the 2011 IOF Conference entitled How to Optimise Online Fundraising, presented by Jo Warner of Cancer Research UK and Jamie Parkins of JustGiving
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Joanne Warner – Cancer Research UK
Jamie Parkins – JustGiving
How to optimise online fundraising
1. Race For Life in numbers
2. Challenges facing Race For Life in 2011
3. How these challenges were met with online solutions
4. Lessons Learnt
5. Review & Close
What we aim to cover
Stand up please
http://www.flickr.com/photos/wheatfields/1613703355/
Race For Life video
Challenge: How to make the process so easy more people would decide to raise money online
Solution: Make the page creation an integral part of the registration by adopting the JustGiving APIs
Optimizing #1 – Page Creation Process
Map & Test the UX
Sketch, rip up and sketch again!
Ensure the message & calls to action work
http://www.flickr.com/photos/lars_in_japan/4979723158/
http://www.flickr.com/photos/nachtnebel/4391851392/
Get Developers talking
http://www.flickr.com/photos/halasi_zsolt/5149140091/
Give yourself time
• 37% of entrants are creating pages an increase of 42% on last year
• 18% more people are actively fundraising online
• Average donation is 3% higher than in previous years
• Average donations per used page is 7% less than 2010
• Nominated for Technology4Good award for Fundraising Innovation
Optimizing #1 – Page Creation Process
1. Map, test and settle on the user journey early!
2. Get development teams to test the APIs from ever angle
3. Give yourself time
4. Ensure the tone, the messaging and the calls to action are consistent between platforms
Optimizing #1 – Page Creation Process
Challenge: How to enable people taking part in the event to explore new donation opportunities
Solution: JustTextGiving
Optimizing #2 – Text Donating
“You can now also get text donations to your page. Log in to your account and go to your page to
create a unique six-digit code, then share it with your friends and family so they can sponsor you via text message. It's a great way to encourage people who haven't got round to sponsoring you, especially
after your event”.
Slacktivism works!
Comic Relief 2011 raised £15.17m by text
donations – the highest raised through text
donations ever!
The American Red Cross raised $8m in 48 hours
following the earthquake in Haiti
The total donated by text to the DEC through appeals is
around 18%
The number of smartphone transactions on JustGiving has
doubled since introducing mobile views
The number of smartphone transactions on JustGiving has
doubled since introducing mobile views
JustTextGiving in the wild…
Signs and Symptoms
In the first three weeks we had more than 97,000 downloads.
The apps help you• to find out all about the key possible signs and symptoms of cancer,• and encourages you to get checked out should you ever notice any of these
Our latest update looked at ways we can increase fundraising opportunities through our apps, in order to maximise income for the charity.
Phones Out!
http://www.flickr.com/photos/williamhook/4742869256/
Help Betty hit her target!
TextGRAN88 £2
to 70070
Challenge: How to bring Race for Life experience onto mobile
Solution: Optimise donation flow for mobile donors viewing any page on raceforlifesponsorme.org
Optimizing #3 – Mobile Views
Jan-11 Feb-11 Mar-11 Apr-110
2
4
6
8
10
12
14
16
8.2%
12.2%
13.5%
14.9%
Other
iPad
Android
iPhone
% of JustGiving visits by mobile device
Approx 25k visits
per month
Approx 25k visits
per month
Growth rate of 80% in 2011
Growth rate of 80% in 2011
Mobile accounts for 15% of all page views
Mobile accounts for 15% of all page views
Mobile donations
doubled since Dec 2010
Mobile donations
doubled since Dec 2010
Mobile sites
Donation Process
Challenge: How to engage fundraisers
Solution: Utilise Mobile apps to engage, delight and inspire
Optimizing #4 – Mobile Apps
British Forces Foundation
Challenge: How to enable social sharing
Solutions:
1. Twitter Integration into Race For Life
2. Facebook integration into Race For Life
3. Email Campaigns
Optimizing #5 – Sharing
Fundraiser of the week
Fundraiser of the week
Donate to specific charity
campaign
Donate to specific charity
campaign
Celebrity campaignsCelebrity
campaigns
Let Your Fundraisers Tweet!
In one given week Race For Life entrants create approx
4,500 tweets to their pages
To a collective audience of 2.3m followers
From 2,750 unique accounts
Optimizing #5 – Email Campaigns
Lessons Learnt
http://www.flickr.com/photos/quinnanya/5038191598/
1. Get developers and UX designers around a table early!
2. Think of the end user – keep it simple
3. Enable fundraisers and donors to participate via multiple channels in multiple ways
4. Accept and be prepared for regular change
5. Two brands can work together (online and offline)
Lessons Learnt
Recap
http://www.flickr.com/photos/riggzy/3363502084/
Recap – Utilize New Technologies
APIs
Mobile Views
Social Tools
SMS Donations
Mobile Apps
1. APIs offer charities greater control of the user experience.
2. Optimizing sign up and page creation flows can drive increased fundraiser activity.
3. SMS donations will empower charities, fundraisers & donors. Harness the power of the crowd!
4. People are participating on their mobiles – are you available to them?
5. Apps can be expensive – utilize what’s out there.
6. Be part of the online conversation and help to inspire fundraiser or donor participation.
Thank you
Joanne Warner@JoanneWarner
Jamie Parkins
@JustGivingJamie
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